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Sustainability 2017, 9(6), 1043;

Green Travel: Exploring the Characteristics and Behavior Transformation of Urban Residents in China

1,* , 2,3,* and 4
College of Communication and Information Science, University of Alabama, Tuscaloosa, AL 35406, USA
Sino-Us Global Logistics Institute (SUGLI), Shanghai Jiao Tong University, Shanghai 200030, China
Department of Management and Law Faculty of Economics, University of Rome Tor Vergata, Via Columbia, 200133 Rome, Italy
Dalian University of Technology, Faculty of Management and Economics, Dalian 116024, China
Authors to whom correspondence should be addressed.
Academic Editor: Marcus L. Stephenson
Received: 11 April 2017 / Revised: 27 May 2017 / Accepted: 7 June 2017 / Published: 16 June 2017
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Green travel can ease urban traffic problems and has aroused Chinese government interest regarding their extensive concerns. Although the Chinese government has formulated some policies to encourage residents to perform green travel behavior, non-green travel behavior is still popular. Using the Q method, this study explores the characteristics of Chinese urban residents from the perspective of green travel behavior. The results show that according to values and travel attitudes, urban residents can be divided into three groups; green, light green, and brown travelers. Green travelers care about the environment, have positive environmental attitudes, and implement green travel in their daily lives. Light green travelers require incentives and good conditions to carry out green travel. Brown travelers, however, hold egoistic values and their travel behavior, with little consideration of environment, is mainly affected by individual travel habits. Such results can help governments make suitable and effective policies and initiatives to promote behavior transformation from brown and light green into green travelers. View Full-Text
Keywords: green travel; urban residents; behavior transformation; Q method; China green travel; urban residents; behavior transformation; Q method; China

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Jia, H.; Appolloni, A.; Wang, Y. Green Travel: Exploring the Characteristics and Behavior Transformation of Urban Residents in China. Sustainability 2017, 9, 1043.

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